Fund promotion more popular among North American advertisers

The share of advertising dedicated to the promotion of equities and fixed income increased slightly in Q3 2023, according to data by Fundamental Monitor

Key points:

• Fund promotion accounted for 62% of all North American advertising in Q3 compared to only a third in Q2
• Asset managers dedicated a higher percentage of their advertising to the promotion of equities, fixed income and ETFs
• More advertisers were promoting equities, fixed income and ETFs during Q3

Asset managers dedicated a significantly larger portion of their North American advertising to fund promotion during Q3 2023 compared to Q2, data by Fundamental Monitor shows.

Fund promotion accounted for 62% of all asset management advertising in North America in Q3, compared to only 34% in Q2.

Meanwhile, brand campaigns made up 20% of all advertising, down from 47% in Q2, and insights promotion grew slightly from 12% to 15% during the same period.

The share of advertising dedicated to equities increased in Q3 from 5% to 9%, while fixed income advertising rose from 5% to 8%. ETFs are still the most popular asset class among North American advertisers; it saw its share of overall advertising grow from 22% in Q2 to 25% in Q3. Multi asset and ESG continue to see barely any advertising activity.

The number of asset managers promoting fixed income increased from 10 in Q2 to 17 in Q3, while the number of equities advertisers doubled to 10 and that of ETFs grew from 18 to 20. There was only one asset manager promoting multi asset and four advertising ESG.

Below are some examples of the type of campaigns that were in market in North America in Q3 2023.

Fund promotion – T. Rowe Price

Fund promotion – Franklin Templeton

ETFs – RBC Global Asset Management

Equities – Thrivent Asset Management